BY GROUP 14

SHEREENA SHIHAB

SERVICE QUALITY SOORAJ M CHANDRAN

SUNAYNA KRISHNA
SURAJ SUNIL GOPAL
WHAT IS SERVICE
QUALITY?

Anassessment of how well adelivered service conforms

to theclient's expectations

It works as an antecedent of customer satisfaction.

If expectations are greater than performance, then

perceived quality is less than satisfactory and hence
customer dissatisfaction occurs
CONT..

Expected
service

Service Customer Customer

quality satisfaction loyalty

Perceived
service
SERVQUAL

SERVQUAL is a service quality Framework, developed in

the eighties by Zeithaml, Parasuraman & Berry, aiming
at measuring the scale of Quality in the service sectors.
SERVQUAL was originally measured on 10 aspects of
service quality: reliability, responsiveness, competence,
access, courtesy, communication, credibility, security,
understanding the customer, and tangibles, to measure
the gap between customer expectations and
experience
THE KEY SERVICE
DIMENSIONS
The five SERVQUAL dimensions are: R-A-T-E-R:
RESPONSIVENESS - Willingness to help customers and
provide prompt service
ASSURANCE - Knowledge and courtesy of employees and
their ability to convey trust and confidence
TANGIBLES - Appearance of physical facilities, equipment,
personnel, and communication materials
EMPATHY - Caring, individualized attention the firm
provides its customers
RELIABILITY - Ability to perform the promised service
dependably and accurately
THE SERVQUAL MODEL
GAPS IN SERVQUAL
MODEL
Gap 1: Customers expectations versus management perceptions: as a
result of the lack of a marketing research orientation, inadequate upward
communication and too many layers of management.

Gap 2: Management perceptions versus service specifications: as a result

of inadequate commitment to service quality, a perception of unfeasibility,
inadequate task standardization and an absence of goal setting.
Gap 3: Service specifications versus service delivery: as a result of role
ambiguity and conflict, poor employee-job fit and poor technology-job fit,
inappropriate supervisory control systems, lack of perceived control and
lack of teamwork.
CONT.

Gap 4: Service delivery versus external communication: as a result of

inadequate horizontal communications and propensity to over-promise.

Gap 5: The discrepancy between customer expectations and their

perceptions of the service delivered: as a result of the influences exerted
from the customer side and the shortfalls (gaps) on the part of the service
provider. In this case, customer expectations are influenced by the extent of
personal needs, word of mouth recommendation and past service
experiences.
CONT..

Gap 6: The discrepancy between customer expectations and employees

perceptions: as a result of the differences in the understanding of customer
expectations by front-line service providers.

Gap7: The discrepancy between employees perceptions and

management perceptions: as a result of the differences in the
understanding of customer expectations between managers and service
providers.
ILLUSTRATION ( FLIGHT
DEPARTURE DELAYS)
CASE ANALYSIS
ADVANTAGES
Enables assessing service quality from the customers
perspective
We can track customer expectations and perceptions
over time, together with the discrepancies between
them
Servqual enables comparison to competitors on
common aspects
We can assess the expectations and perceptions of
internal customers e.g. other departments or services
we deal with.
DISADVANTAGES

The uniform applicability of the method

for all service sectors is difficult.
The use of expectations in measuring
service quality has currently come under
a lot ofcriticism.
Does not measure service outcome
perceptions.
APPLICATIONS OF
SERVQUAL MODEL
Service quality has become an important research topic
because of its apparent relationship to costs, profitability,
customer satisfaction, and customer retention

Some of the published studies include :

Hotels ,travel and tourism

Car servicing, business schools
Accounting firms, architectural services
Airline catering
Mobile Telecommunications in Macedonia